Ethnography of an American Main Street

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PurposeThis article seeks to demonstrate how sociological perspectives and ethnographic methods provide insights into extraeconomic and suprafirm factors that may contribute to the functioning and character of downtown business districts. The study is intended to suggest directions for future research, rather than provide a definitive test of specific propositions.Design/methodology/approachA long‐term field investigation of a Midwestern American Main Street is presented in an extended case study format. Participant observation, depth and field interviews, and secondary data collection are the primary methods employed.FindingsThe findings suggest three dialectics that reflect extraeconomic dimensions underlying vital Main Streets. These include continua regarding the structure, function, and festive nature of marketplace activities. In this study, relatively few marketplace activities were commercial functions. Moreover, most were co‐produced by consumers and marketers. The extent of co‐production may contribute to the functioning and character of this vibrant downtown business district.Research limitations/implicationsThis study was designed foster future research regarding the downtown business district as an historical sociocommercial entity. However, it does not test specific hypotheses.Practical implicationsThis article should interest retailers, rural economists, city planners, and economic development agencies due to its focus on sociocommercial aspects of small city commercial centers.Originality/valueThe article highlights the extraeconomic importance of downtown business districts. It presents a case study of a successful Main Street, in contrast with studies that focus on the geographic, economic, and competitive factors related to failed or failing Main Streets.